Impact of Digital Marketing on Consumer Buying Behavior: A Study of Indian Markets

With 800 million internet users and a ₹8.5 lakh crore e-commerce market (IBEF, 2024), India’s digital marketing environment has a big impact on consumer purchasing decisions. This study looks at how Noida consumers’ purchase intent, brand loyalty, and spending habits (in ₹) are affected by digital marketing platforms like social media, influencer campaigns, and search engine ads. Primary data was gathered using a mixed-methods approach, including in-depth interviews with 25 participants and a Google Forms survey with 150 respondents. According to the findings, 60% of respondents spend between ₹5,000 and ₹10,000 per month on online purchases, making social media (50%) and influencer marketing (20%) the most important outlets. Ad weariness (25%) and privacy concerns (35%) are major obstacles. Recommendations include targeted campaigns, enhanced data security measures, and digital literacy programs to strengthen engagement in India’s ₹20 lakh crore retail market. This thesis contributes to academic literature and provides actionable insights for businesses.